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Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce

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  • Jayani Chamarika Athapaththu
  • D. Kulathunga

Abstract

With the rapid development of information communication technologies and enhanced Internet penetration, the nature of a consumer’s daily activities has changed and most offline activities have migrated towards online activities. Moreover, customers have shown a greater tendency to shift to online activities from their traditional offline activities. In this light, e-commerce transactions in Sri Lanka are expected to grow in the near future. Apart from traditional Internet technologies, a variety of new social commerce activities has started influencing the behavior of customer activities including the online purchasing. Even though the impact of traditional Internet technologies on purchase intention of customers has been examined by many researchers, the same has not been examined adequately in relation to social commerce related activities. Therefore, this study is aimed at identifying the factors affecting online purchase intention of customers from both the technological and social commerce perspective. The theoretical model developed in the study was empirically tested through survey of 292 MBA students from two leading universities and a prominent institute in Sri Lanka. Structural Equation Modeling (SEM) was used to analyze the data. The study revealed that online purchase intention positively and significantly related with perceived usefulness, perceived ease of use, website content and trust. Moreover, it was identified that trust has a full mediation effect between perceived ease of use and purchase intention as well as between website content and purchase intention. Further, it was found that trust has a partial mediation between perceived usefulness and purchase intention.

Suggested Citation

  • Jayani Chamarika Athapaththu & D. Kulathunga, 2018. "Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce," International Business Research, Canadian Center of Science and Education, vol. 11(10), pages 111-128, October.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:10:p:111-128
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    References listed on IDEAS

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    1. Sultan, Fareena & Urban, Glen & Shankar, Venkatesh & Bart, Iakov, 2003. "Determinants and Role of Trust in E-Business: A Large Scale Empirical Study," Working papers 4282-02, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Angehrn, Albert, 1997. "Designing mature internet business strategies: The ICDT model," European Management Journal, Elsevier, vol. 15(4), pages 361-369, August.
    3. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
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    Cited by:

    1. Mulatu Tilahun & Eshetie Berhan & Gezahegn Tesfaye, 2023. "Determinants of consumers’ purchase intention on digital business model platform: evidence from Ethiopia using partial least square structural equation model (PLS-SEM) technique," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-28, December.

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    More about this item

    Keywords

    Technology Acceptance Model (TAM); website content; e-commerce; online purchase intention; Sri Lanka;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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